Brand USA Launches New Campaign to Boost Travel to the United States

In an effort to boost declining domestic and international travel, Brand USA has introduced the "America the Beautiful" campaign.

Brand USA is starting a new tourism campaign to boost interest and excitement among travelers worldwide, as the recovery of both international and domestic travel to the U.S. has slowed. At a time when political unrest is affecting inbound tourism, the organization responsible for promoting U.S. tourism announced a new global campaign on Monday.

The new campaign aims to increase the interest in U.S. travel, which is now affected by travel bans, delays in visa issuance, and political tensions. "America the Beautiful" is the new campaign that Brand USA unveiled at the U.S. Travel Association's IPW conference in Chicago. Arrivals of foreign visitors in May were only 86% of May 2019 levels, which coincided with the August debut of the advertisements. According to the tourism industry, foreign tourists, who tend to spend more per trip than domestic travelers, are vital to the American economy. The annual economic contribution of foreign visitors to the United States was approximately $240 billion prior to the pandemic. According to Fred Dixon, the head of Brand USA, the campaign will convey a message that the United States is open and ready to welcome tourists from all over the world. With events like the FIFA World Cup and the America 250 celebrations coming up, the group is planning to use a friendly message, “Welcome to America the Beautiful,” at major airports around the country.

They are also working with the U.S. Department of Transportation to encourage visitors from other countries to take road trips across the U.S. The campaign will have a website called AmericaTheBeautiful.com. It will feature 250 U.S. destinations—from big cities to tiny towns—with the goal of inspiring visitors to stay longer and explore more parts of the country.